One of the hottest topics in marketing and advertising strategy at the moment is the power of content. Despite a plethora of work already out there defining everything from what content is to the benefits of branded content there are still some glaring holes in the information available. Even at a recent three-day conference held by Content Marketing Institute in Sydney, of which otherwise I was totally blown away by, there were gaps in the actual strategies behind creating great content.
In this post I would like to put forward a simple strategy for marketers to frame their content. The end result: a more engaged audience that spends more time getting to know you.
The Three Keys of Content
In my experience branded content works best when it lives in one or a combination of:
1) Utility
2) Storytelling
3) Reward
